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The Independent UK

Business

J.R. Duren

UNBELIEVABLE: Under armour makes move to change pricing at outlet stores - Caught on Camera

Under Armour NIke Lululemon Neil Saunders

Heading to an outlet store usually means big discounts but one sports-apparel brand appears ready to change that.

Under Armour is bringing full-price items to its 177 outlet stores, the company said during an earnings call last week. Putting the brand’s $45 StealthForm workout hats in outlet stores, for example, will help customers recognize that Under Armour is a premium label, CEO Kevin A. Plank said.

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